Motion Picture News (Jan-Feb 1923)

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February i o , 1923 697 Appropriate lobby display and front for "Shirley of the Circus," carrying out circus atmosphere, used by the Plaza theatre, Wheeling, I/', l a. Double-Truck Syndicate Story for "Hungry Hearts" Cleveland, 0. — Edward Carrier, Goldwvnner here, aided by Eddie Bonus, manager of exploitation lor Goldwyn, has succeeded in getting , through a newspaper syndicate, a double-truck Sunday newspaper magazine feature story across in eighty-four newspapers of the country on " Hungry Hearts." On January 7 the two-page article appeared in the Cleveland News, the Atlanta Constitution, the Fort Worth Record, the Worcester (Mass.) Telegram, the Dayton News, the Springfield (0.) News, the Buffalo Courier, the Ohio State Journal of Columbus and the Post of Washington, D. C. Seventy-three other newspapers used the story on following Sundays in their magazine sections. The story appeared in the Cleveland News on the day of the opening of " Hungry Hearts " at the Circle theatre. " Hungry Hearts Speak the Wide World Over" was the title of the article spread across the two pages. A bank underneath the head read: "'We Can Get Plenty of Husbands. What We Want Are Single Men," Is the Motto of a Strange Club Which h Sweeping Over the World as War's Aftermath." The article is illustrated with drawings and with photographs of seven pretty girls who founded the Cleveland Chapter. One of many Dunlap hat tie-ups put over despite absence of national hook-up for " Omar the Tentmaker." This window was obtained by the Capitol, Detroit Bag of Salt Novelty Exploits "Omar the Tentmaker" NEW YORK, N. Y.— Tiny bags of salt attached to ta^s were used as an advance exploitation novelty by the New York Mark Strand theatre for the run of " Omar the Tentmaker." Salt, the beginning and end of all wishes on the desert, the charm against evil and the symbol of good fortune, was the tie-up used to link up the attractive novelty with " Omar." The tag, on the face, announced the coming of the attraction. On the reverse side it outlined in 23 words the symbolic meaning of the gift of salt and then added that the receiver must accept this gift from a stranger and within three days pass it on to someone else to insure good fortune. Sort of a personal lucky chain that was made more effective than the chain letter by the personal touch. The tag and bag of salt were red. Ties Up with Newspaper Puts Rotos in 40,000 Homes Memphis, Tenn. — Getting a four-page colored advertisement into the homes of 40,001) Sunday readers on the opening day of the presentation of the picture, with no cost outside of supplying the newspaper with the rotogravures, is the latest stunt put forth by (i. E. Brown, direcor of advertising and publicity of the Consolidated Enterprises, Inc., of Memphis. Brown tied up with the Commercial Appeal, which claims the largest circulation in the South, for the distribution of rotos on four Paramount releases biled for Loew's Palace. The rotos, each appearing Sunday morning, the opening day of the picture, proved a sensation in Memphis. Brown made the stunt interesting to the paper by overprinting each roto with advertising copy for his other productions during the month. Many Exploitation Aids Used in "The Flirt" Campaign Seattle, Wash. — A varied exploitation aud publicity program planned to reach every element in the city was put over by Manager K. W. Case for " The Flirt " when that picture had its world premiere in this city recently. One stunt that had known results was the sending of 5,000 chain letters to persons who were believed to be of a more or less superstitious nationality. Each letter asked the recipient to read it carefully, telephone its contents to three other persons, and then mail the letter on to another friend. The letter merely contained a brief message about the picture and dates of showing. A "What Is a Flirt?" contest, run by the Seattle Union Record, which received several front page displays, was another item that came in for its share of result getting. Winners' letters on the subject were published in the paper and cash prizes and yearly passes were given by the theatre for the best definitions. Over 5,000 " Columbiagrams," 3 x W2 inches in size, printed in four-page booklet form, were distributed in office buildings, mail boxes and in apartments and homes in the suburbs of the city. The booklets featured some of the extracts from subtitles in the picture, and also a few pages from the diary that forms an important part of the story. Bookstore window tie-up on " When Knighthood Was in Flower" at the Palis Bijou theatre, Neiv Haven